The state of Las Vegas is upping its mobile betting platform game with the unveiling of the BetMGM Mobile Betting App. The launch is in conjunction with what has been deemed a redefining of the MGM Sports Betting portfolio in Nevada which also includes gaming kiosks and rebranded sportsbooks.
It has been a long time coming for the iconic betting brand to bring their successful mobile platform to the state that put them on the map. Nevada has been seriously lagging behind other states with a strong mobile presence and has been put on notice that states like New Jersey and Pennsylvania are a serious threat to their reign as the most bet-friendly state in the US.
“We’re proud to formally introduce the new BetMGM app in Nevada today,” Adam Greenblatt, CEO of Road Digital said. “MGM Resorts’ iconic properties across Las Vegas and GVC’s technology combine to deliver a streamlined sports betting experience that’s easy to use and exciting to play.”
Nevada's strength… and weaknesses
Nevada is the unquestioned grand-daddy of the US betting industry and still is consistently among the biggest producers in terms of overall handle. Last year, $5.3 billion in wagers were taken in by the state, easily the best among states with legalized betting. In January, Nevada eclipsed the $500 million mark in handle yet again, but actually placed second to New Jersey for the fourth time in the last 10 months.
Nevada saw just 48.9% of their January handle coming via mobile means. By comparison, New Jersey, whose overall January handle (540.1 million) beat Nevada by $37.6 million saw 87% of their sports betting handle coming via mobile apps. Pennsylvania, the third highest overall sports betting handle in January saw 84% of their $384 million handle come from internet betting.
The numbers show just how much work Nevada has to do in order to hold off its challengers and BetMGM figures to be the start of mobile ascension in the state. Another slight weakness that will certainly affect the BetMGM app is the fact that Nevada bettors have to register in-person at a brick-and mortar facility. Remote registration for mobile betting apps is not yet allowed in the state.
What BetMGM brings
The BetMGM mobile betting app has already been successful New Jersey, West Virginia and Indiana and will soon go live in Michigan. It is a proven brand that will allow flexibility for users in Nevada to easily place bets from mobile devices, anywhere in the state, anytime.
“The idea is to combine great property experiences with outstanding BetMGM technology,” said Scott Butera, president of Interactive Gaming for MGM Resorts. “The user experience with the new app is very robust. It’s easy to use and has substantially more betting options. You can bet on as many as 30 or 40 props per game.”
Butera went on to say: “This all allows you to have engagement with customers, beyond just your property… We think that’s important. Also, it gives bettors so many more options for what they can do. As technology improves and 5G gets more incorporated, people are going to want to watch a game and bet on things as they’re happening. That’s how you get that casual bettor.”
The BetMGM app offers a state-of-the-art mobile betting opportunity for bettors in Nevada. The usual action on professional and collegiate football, MLB, MLS, NBA and NHL as well as most other major global sports will be available, whether it be moneyline wagers, spreads, parlays, futures or its stellar variety of prop bets.
BetMGM, like in the other states it is present in is available iOS and Android and gives customers all of the perks of MGM properties' top-notch sportsbooks. The platform enhances the sports betting experience through their wide array of prop bets, live bets, in-game wagering and the ability to see odds change in real-time.
Other changes for MGM
The launch of the BetMGM app is likely the most significant change to the MGM brand announced Friday but it wasn’t the only one. To enhance the betting experience in Nevada, MGM announced it is going through a rebranding of MGM Resort’s sports books, and the installation of more than 100 gaming kiosks across MGM’s Las Vegas properties.
The new kiosks have focused on ease-of-use and the rebranded BetMGM sportsbooks will debut at Bellagio, ARIA, MGM Grand, Mandalay Bay, The Mirage, Park MGM, New York-New York, Luxor and Excalibur. “Beyond sports, we continue to offer new and exciting amenities at our properties as we’ve found our sports bettors appreciate world-class hotels, restaurants and entertainment; BetMGM allows us to incorporate them into the ecosystem of everything MGM has to offer,” said Scott Butera.